Marketing & Media Assurance
Advertising brands are embracing digital transformation and innovation to connect with global audiences. It is important to understand the new challenges in the media-buying ecosystem in order to address changes in advertising agency contracts, analyze contract compliance, track media spend, and measure ROI across channels, including traditional broadcast, radio, print, social and digital media.
Transparency in media buying and client-agency relationships is becoming increasingly more important with the ever-growing array of media platforms – from sponsored posts on social media channels to pre-roll video ads on websites – giving brands more ways than ever to reach consumers and business audiences. Deloitte offers a full suite of end-to-end Assurance services for advertisers, intermediaries as well as media owners – leveraging our in-depth experience and capabilities around the globe in response to growing Media & Advertising needs.
Key challenges and where we can assist
- Financial – Am I getting the deal that I signed? Contractual terms between parties in the advertising ecosystem are failing to keep pace with the evolution of the industry. Our experienced Assurance professionals can examine contracts between parties and appraise rebate and revenue share agreements to determine undisclosed rebates, unauthorized mark-ups and unbilled media. We can help determine whether contractual obligations have been met and whether the level of services paid for are provided, e.g. number of staff working on the campaign.
- Viewability – Did consumers see my ad? Fifty-six percent of display ads are not actually seen.1 Hold publishers accountable: Don’t pay for what you don’t get. Advertising effectiveness is further reduced due to frequent use of ad blockers. We can independently verify delivery of placed media and confirm your ad placements are running in the right places at the right time within TV and digital media.
- Ad fraud – Did my ad reach a human or a bot? With an estimated US$6.5 billion having been lost to ad fraud in 2017,2 Forrester estimates that this number will grow to US$10.9 billion by 2021 if steps are not taken to address this problem.3 We can help mitigate the risk of unreliable third-party campaign performance assessments by independently analyzing and tracking invalid digital traffic.
- Brand risk – Is my ad shown with safe content? Is my ad’s messaging compliant with my brand? Avoid ads being placed on undesirable sites and in inappropriate places. Protect brand image by monitoring and controlling messaging online. Deloitte Media & Advertising Assurance professionals team with brands to proactively manage and monitor risks presented by third-party relationships. Our goal is to advance transparency and relevance while protecting brand value in the digital media ecosystem.
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